Viridens Gardening

BRANDING Tone: thoughtful / considered, understated, honest, sensitive (as in handling with care) Viridens Gardening is about working in partnership with nature when crafting and growing gardens I’ve deliberately gave the branding a feminine feel to communicate that this is a business owned by a woman, as well as infuse a touch of softness - because gardens (and nature) is a place of softness, where our senses are soothed and it softens us inside. When crafting the branding, I kept in mind that she wanted to target a wealthy demographic and one who appreciates beauty. The style and feel of the gardens she creates (rustic and whimsical feel) is also taken into consideration. Umbellifers have a quiet, graceful and feminine feel and wonderfully captures the thoughtfulness, care and considered nature of her way of working with gardens. A hand-drawn look for the umbellifer is intentional as: + hand-drawn has an intimate and tactile feel, and the connection is deeper (it’s like receiving a handwritten letter / card in this digital world of communications), and gardens are tactile and to be savoured with all our senses (conscious and subconscious!). + hand-drawn often times don’t look ‘perfect’ (for instance, we can see the tremors of the hand in hand-drawn), and this is very much the nature of nature.